News Release

HIT Entertainment and RosettaBooks to Publish Bestselling "Rainbow
Magic"(TM) e-Books in the United States, Available Exclusively in
Amazon's Kindle Store

NEW YORK & SEATTLE, Nov 23, 2010 (BUSINESS WIRE) --

HIT Entertainment, a leading provider of quality children's
entertainment, RosettaBooks and Amazon.com (NASDAQ: AMZN) today
announced that the entire bestselling "Rainbow Magic"(TM) collection
(nine 7-title series, plus one 10-title special edition series), and
future series and special editions, are available exclusively in the
Kindle Store (www.amazon.com/kindlestore).
RosettaBooks, a pioneer in e-book publishing will launch these books;
this marks RosettaBooks' first foray into the children's e-publishing
space, and the first time these titles have been made available
digitally. Seventy-three books in the "Rainbow Magic"backlist
catalog are now available in the Kindle Store, and future books will
launch in conjunction with the printed editions from Scholastic.

Introduced in the U.K. in 2003 andaimed primarily at girls 5-9
years-old, "Rainbow Magic" is a collection of more than 80 books that
follow the magical adventures of Kirsty and Rachel, two young girls, and
their interactions with different groups of fairies and other creatures
in fairyland. A publishing phenomenon, "Rainbow Magic" has sold 20+
million copies in 31 languages worldwide, including over 6 million books
in print in the U.S. The series of books are highly collectible and
regularly featured in children's bestseller lists.

"We are pleased to build on our tradition of bringing top selections to
the dynamic e-book market with the introduction of all 73 titles in the
'Rainbow Magic' series," said Arthur Klebanoff, CEO, RosettaBooks, "and
to join with HIT Entertainment and Amazon in offering the collectible
and popular 'Rainbow Magic'for the expanding demographic of
young readers on Kindle in time for the 2010 holiday season."

"'Rainbow Magic' has achieved phenomenal success in publishing and built
a huge fan base in the U.S. and around the world," said Stacey Reiner,
Vice President, Consumer Products, HIT Entertainment Global Brands U.S.
"With leading e-book publisher RosettaBooks, we are confident that even
more kids will discover the wonder and excitement of the world of
'Rainbow Magic' through Kindle."

"We hear from our Kindle customers that they love to read to their kids
on their Kindles," said Russ Grandinetti, Vice President, Kindle
Content. "Series, including the 'Rainbow Magic' series, are hugely
popular in our Books store, and we're thrilled to be able to add
'Rainbow Magic' to the Kindle Store for children to enjoy on their own
or with their parents. And because Kindle books are Buy Once, Read
Everywhere, parents will never be without reading material to keep their
kids entertained when they leave their Kindle at home."

Kindle offers the largest selection of the most popular books people
want to read. The U.S. Kindle Store now has more than 750,000 books,
including New Releases and 108 of 111 New York Times Best Sellers. Over
620,000 of these books are $9.99 or less, including 78 New York Times
Best Sellers. Over 1.8 million free, out-of-copyright, pre-1923 books
are also available to read on Kindle. Kindle lets you buy your books
once and read them everywhere--on Kindle, Kindle 3G, Kindle DX, iPad,
iPod touch, iPhone, Mac, PC, BlackBerry and Android-based devices.
Amazon's Whispersync technology syncs your place across devices, so you
can pick up where you left off. With Kindle Worry-Free Archive, books
you purchase from the Kindle Store are automatically backed up online in
your Kindle library on Amazon, where they can be re-downloaded
wirelessly for free, anytime.

About HIT Entertainment

HIT Entertainment is one of the world's leading independent children's
entertainment producers and rights-owners. HIT's portfolio includes
properties, such as "Angelina Ballerina(TM)," "Barney(TM)," "Bob the
Builder(TM)," "Thomas & Friends(TM)," "Pingu(TM)," "Fireman Sam(TM)" and "Rainbow
Magic(TM)." HIT represents Chapman Entertainment's "Fifi and the
Flowertots(TM)" and "Roary the Racing Car(TM)" in North America, as well as
"Wallace & Gromit(TM)," "Shaun the Sheep(TM)" and Aardman Classics from
Aardman Animations. HIT also acts as representative for The Wiggles(R) in
the U.K. Launched in 1989, HIT's lines of business span television and
video production, content distribution, publishing, consumer products
licensing and live events and has operations in the U.K., U.S., Canada,
Hong Kong and Japan. HIT is a part-owner of U.S.-based preschool
channel, PBS KIDS SproutSM. For more information, visit www.hitentertainment.com.

About RosettaBooks

RosettaBooks is a leading independent electronic publisher dedicated to
the expansion of quality e-reading in the consumer and library/education
markets. Founded in 2000, RosettaBooks specializes in bringing to the
e-book space authors whose print titles are a vibrant element of the
ongoing cultural dialogue, from the contemporary such as Stephen Covey's
"The 7 Habits of Highly Effective People," to such sought-after classics
as "Brave New World," "Slaughterhouse-Five," "A Passage to India,"
"Shoeless Joe," Winston Churchill's "The Gathering Storm," and many
others. RosettaBooks offers e-book editions in the range of popular
formats through today's leading e-tailers. For more information, please
visit www.rosettabooks.com.

About Amazon.com

Amazon.com, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle,
opened on the World Wide Web in July 1995 and today offers Earth's
Biggest Selection. Amazon.com, Inc. seeks to be Earth's most
customer-centric company, where customers can find and discover anything
they might want to buy online, and endeavors to offer its customers the
lowest possible prices. Amazon.com and other sellers offer millions of
unique new, refurbished and used items in categories such as Books;
Movies, Music & Games; Digital Downloads; Electronics & Computers; Home
& Garden; Toys, Kids & Baby; Grocery; Apparel, Shoes & Jewelry; Health &
Beauty; Sports & Outdoors; and Tools, Auto & Industrial. Amazon Web
Services provides Amazon's developer customers with access to
in-the-cloud infrastructure services based on Amazon's own back-end
technology platform, which developers can use to enable virtually any
type of business. Kindle and Kindle DX are the revolutionary portable
readers that wirelessly download books, magazines, newspapers, blogs and
personal documents to a crisp, high-resolution electronic ink display
that looks and reads like real paper. Kindle and Kindle DX utilize the
same 3G wireless technology as advanced cell phones, so users never need
to hunt for a Wi-Fi hotspot. Kindle is the #1 bestselling product across
the millions of items sold on Amazon.

This announcement contains forward-looking statements within the meaning
of Section 27A of the Securities Act of 1933 and Section 21E of the
Securities Exchange Act of 1934. Actual results may differ significantly
from management's expectations. These forward-looking statements involve
risks and uncertainties that include, among others, risks related to
competition, management of growth, new products, services and
technologies, potential fluctuations in operating results, international
expansion, outcomes of legal proceedings and claims, fulfillment center
optimization, seasonality, commercial agreements, acquisitions and
strategic transactions, foreign exchange rates, system interruption,
inventory, government regulation and taxation, payments and fraud. More
information about factors that potentially could affect Amazon.com's
financial results is included in Amazon.com's filings with the
Securities and Exchange Commission, including its most recent Annual
Report on Form 10-K and subsequent filings.

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding Amazon.com's business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-K for the most recently ended fiscal year.